2008/09/20
EUIJ-Kansai 7th International Symposium
Professor
Graduate School of Economics Kobe University
Masanobu Ishikawa

 Introduction: Public Marketing Approach Environmental problems of the last coupleof decades
 Conventional policy making process inJapan
 NPO’s role in PMA
 Example: Buy products with simple
packaging project 2007
 Conclusion1 Public Marketing Approach (PMA) isan alternative method to establish
an environmental policy Competition of alternative policies
in market place to get de facto
standardBecause environmental problems haveindeterministic nature,
2. high uncertainty,
3. and too many stakeholders.
1.

2 Example: Global Warming Problem
 A very serious problem if it is true,

but, accurate prediction is not possible
due to chaotic nature and decision
dependency.
 Nobody can tell if it is true or not, andwhen it proved to be true it is too late.
 The problem is we have to decidewithout sufficient information.

 Analysis of a problem by elite bureaucrats

based on credible prediction.
 Evaluation of alternative policies by elitebureaucrats.
 Drafting of a policy by elite bureaucrats.
 Consultation to relevant councils andnegotiation with stakeholders in thebackground.
 Due process in House of Representatives andHouse of Councilors.

3

tion
cider
based on credible
le pprediction.
bide Evaluation
No cr of alternative policies by elite Analysis of a problem by elite bureaucrats

bureaucrats.
t Drafting of a policy by elite bureaucrats. ifficul
d
ore
mandd
 Consultation to relevant councils
nae
s m ornegotiation withstakeholders
in theemocebbackground.
uasionPersDueprocess in House of Representatives andHouse of Councilors.

Approach to consumers
Political adjustment + Hierarchical transfer
Union ofCommunity
Organization

Politicaladjustment(Councils)

Firms
Government

UniversityCommunity

84Approach to consumers
Market adjustment + mass communication
Firms

University
Movement(students)

Incentive adjustment

NPO
Government

Communication
experts

Campaign

9

Public Marketing Approach Competition toDe facto standard(PMA)
Consumer

Message 1
Message 2

Advocator 1

Message 3

Advocator 2

Advocator 3
105

 NPO is essential in PMA, because
1. message from profit seeking body issuspected to have bias
2. and NPO can take risk, whichgovernment can not.

126

Mechanism to reduce packaging waste

Reduction of packaging waste
in society

Manufactures change packaging
to be simpler⑤③Consumers choose simple
Packaging products

Most products on market
changed to simple packaging②

Consumers recognize value ofsimple packaging products④①

Give incentive
Give unaware information

13

Waste reduction
by communication
with various media

14

7

Project concept

Easy to understand by consumers
amusing and thrilling.
Make waste problem to one’s own
by the expression “Big experimentby citizens”
Key color is blue, blue sky and blue
sea of Kobe
15Project Campaign①Posters put on ceiling of Rokko-liner(Public transport)

16

8Project Campaign③Campaign in the store

Flag

Poster on store
fixtureWindbreaker

PanelLabarum
17Project Campaign⑤Event by ‘Chindon-ya’ and Kobe university students
in Rokko Island. Distribution of brochure with waste
bag with message from Mayor.

Sun 18th Feb. 2007
189

Wagon saleNo wagon and concentratedisplay from 1st Feb to 17th.
After 18th, Concentrated
sample display and wagon
sale (without discount)

19Items sold more than BAU (5% significance)

FoodToiletry

Total
99167

2/1-17 2/18-28
1526
1114

Campaign is proved to be effective(5% significance level)

2010Potential of waste reduction (year)[assuming all products changed to simple packaging]

Rokko Island

51 t

Kobe

4,580tJapan

380,000t
21

Recognition and intelligibility of project［Recognition/ex post］
Recognize waste reduction project is going on

81.6%［Intelligibility/ex post］
Understand waste reduction project is going on inwhich simple packaging product is labeled forpromotion.

59.6%
2211

Recognition and intelligibility of project［Recognition/ex post］
Recognize waste reduction project is goingul onesccsu

ry81.6ev
wa ssf%n［Intelligibility/exaig post］
pUnderstandam waste reduction project is going on inC
which simple packaging product is labeled forpromotion.

59.6%
23

Mass media exposure

40 articles: News papers
1 article: magazine
7 times: 6 TV network

24

12

Change of ‘feel attractive’Sum ‘attractive’=very attractive + attractive

63.9%

79.2%

15point UP!
25

Percentage of simple packaging productduring campaignBought at least once
［total］

62.8%［understand group］

73.6%
2613

Reason of purchase of
simple packaging productProject is attractive［Purchased group］

86.3%

Most of consumers purchased
simple packaging product felt
27

Environmental
consciousness hadchanged after the project28

14

Interested field
ex anteEnvironmental
problemex post51.0 60.0%%

29Interested field
ex anteex postindm
edgn
Environmental cha%problem paign
Cam

51.0 60.0%30

15People who feels environmentally conscious
life is cozy increased after the projectex antecozyvspain

ex post67.3 74.3
32.7 25.7%%%%31People who feels environmentally conscious
life is cozy increased after the projectex anteex post67.3 74.3
vsiontcA
pain
32.7 25.7

cozyinm%gednachd%%%3216

Do you think we should continue
waste reduction activity?

Yes

99.2%

33

Image improved by the project

Manufacturer
Super market

47.1
48.4%%

3417

Public Marketing Approach is analternative method to establish
environmental policy in someapplications.
2. Packaging waste reduction is an exampleof PMA.
1.

Professional Adviser
Gomi-jp
Kobe University student

Consumers Co-operative Kobe
SatoshiNakatani
Ayako Aboshi
Takeshi Miyaji

Atsushi Nakada
Aya
KobeMurakami
CityTomohiko
Ichio NakanoNaijyo
Maxi
Takazumi
3R Forum Oto
HajimeShoji
Masafumi
Hamaguchi
Tatsuya Hayashi
MusicStuff
TomokoMaruo
Kiyokazu Matsumoto
Mami Murage
Takashi
Saeki
Chindonya
Kaori Murata
Tozaiya
Mayu Yamada
Taisuke Boat
YokotaPlanning
Syoko
Fukushima
Pongtanalert
KritineYoshitaka Nakagawa
ASTRAKHAN
Nanami Moriyama
TakuyaArisawa
Yoshihiro
Nakajima
Yui
KannoKawamuraKeiichiro
Asuka Chiba
Tokyo
SurveyResearch
TomohikoMatsuno36

18

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